Elements of TV Elements of TV commercialscommercials

WilsonWilson Law Shing HimLaw Shing Him 09010058d09010058dDoris Mak Lai Ching 09098684dDoris Mak Lai Ching 09098684d

Rex Rex Yip Ka NangYip Ka Nang 09239202d09239202dKitty Li Yan Yin 08340004dKitty Li Yan Yin 08340004d

Zoei Ti Yuet Ching Zoei Ti Yuet Ching Susie So Sze NgaSusie So Sze Nga

JasonJasonAndrewAndrew

OutlineOutline

1. Elements1. Elements of TV Commercialsof TV Commercials2. Case Study 1: Vanilla Taste Coca 2. Case Study 1: Vanilla Taste Coca

ColaCola3. Case Study 2: Baygon & Dettol3. Case Study 2: Baygon & Dettol4. Case Study 3: KMB & Vitasoy4. Case Study 3: KMB & Vitasoy5. Case Study 4: NaoBaiJin & Olay5. Case Study 4: NaoBaiJin & Olay6. Conclusion6. Conclusion7. Reference7. Reference8. Question and Answer Session8. Question and Answer Session

Kitty Li Yan Yin 08340004d

Objective of TV commercials: Result that ads want to achieve

E.g. Informative, Reminder, Persuasive

Objective of TV commercials: Result that ads want to achieve

E.g. Informative, Reminder, Persuasive

Message Delivery:The way how ads message is delivered

Message Delivery:The way how ads message is delivered

Execution Format:Techniques used in TV commercials

E.g. Fantasy, Humor, Horror

Execution Format:Techniques used in TV commercials

E.g. Fantasy, Humor, Horror

Elements in TV Elements in TV CommercialsCommercials

Kitty Li Yan Yin 08340004dDictionary of marketing communications Norman A. P. Govoni

Purpose:Purpose:1.Encourage c1.Encourage c

ustomers to ustomers to make an initimake an initial purchase oal purchase of a new produf a new productct

2.Promote produc2.Promote product awarenesst awareness

(how the produc(how the product works, provide t works, provide information on pinformation on pricing, and build ricing, and build product and product and brand brand awarenesawarenesss

http://www.examstutor.com/businehttp://www.examstutor.com/business/resources/studyroom/marketing/ss/resources/studyroom/marketing/advertising/2-advertisingobjectives.advertising/2-advertisingobjectives.phpphp

http://www.answers.com/advertising

Why?Without that first trial of a product by customers, there will not be any repeat purchases.

Trial Trial

http://www.business-standard.com/india/news/not-just-plain-vanilla/03/31/153216/

http://en.wikipedia.org/wiki/Vanilla_coke

VIDEO:http://www.youtube.com/watch?v=L69vsH3RTpo

http://www.thecoca-colacompany.com/presscenter/newproducts_black_cherry_vanilla.html

http://www.business-standard.com/india/news/not-just-plainvanilla/03/31/153216/Mak Lai Ching (Doris)09098684d

. Young consumers reported that they were more likely to buy products recommended by

entertainers or famous athletes (Lafferty and Goldsmith, 1999).

Lafferty, B.A. and Goldsmith, R.E. (1999), “Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad”, Journal of Business Research, Vol. 44 No. 2, pp. 109-16.

Invited the celebrities (Kenny and Anthony Wong Chau-sang )to be the actor ,WHY?

Doris ,Mak Lai Ching09098684

Technique : Create a scene of Technique : Create a scene of curiositycuriosity

Why?Why?

Execution FormatExecution Format

The curiosity of KennyThe curiosity of Kenny

the curiosity of audience the curiosity of audience

Awareness of the NEW VANILLA COKE

Awareness of the NEW VANILLA COKE

Encourage customers to try the GOOD TASTEEncourage customers to try the GOOD TASTE

Kitty Li Yan Yin 08340004d

Reminder AdvertisingReminder Advertising For products that have gained acceptance and For products that have gained acceptance and

are in mature stage of their life cycleare in mature stage of their life cycle

Build customer loyaltyBuild customer loyalty

Existing customers are targetedExisting customers are targeted

Encourage continuous usage of productsEncourage continuous usage of products

Sometimes provide new and different Sometimes provide new and different information about the productinformation about the product

Grewal/Levy (2008), “Advertising, Public Relations, and Sales Promotions” in Marketing, ed. New York: McGraw-Hill/Irwin, 536.http://www.bnet.com/2410-13240_23-64268.html http://www.answers.com/advertising

Yip Ka Nang, Rex 09239202d

Example - VitasoyExample - Vitasoy

http://www.youtube.http://www.youtube.com/watch?v=TpQcicom/watch?v=TpQciB4TMEo&feature=relB4TMEo&feature=relatedated

Yip Ka Nang, Rex 09239202d

Vitasoy - ObjectivesVitasoy - Objectives Developing customers Developing customers

loyaltyloyalty

Not promoting any Not promoting any new productnew product

Remind customers Remind customers about the brandabout the brand

Strengthening the Strengthening the existing imageexisting image

http://zh.wikipedia.org/zh-hk/%E7%B6%AD%E4%BB%96%E5%A5%B6http://www.flickr.com/photos/food4connie/2731074648/ http://www.flickr.com/photos/food4connie/2731074648/

Yip Ka Nang, Rex 09239202d

Vitasoy – message delivery Vitasoy – message delivery & execution format& execution format Use a song to catch Use a song to catch

audiences’ attentionaudiences’ attention

Use general faces Use general faces instead of celebritiesinstead of celebrities

Give a warm feeling to Give a warm feeling to target customerstarget customers

Emphasize on the Emphasize on the image as “a friend image as “a friend always be with you”always be with you”

http://www.vitasoy.com.hk/chi/product/soya001.html Yip Ka Nang, Rex 09239202d

OlayOlay

http://www.youtube.com/watch?v=bWhttp://www.youtube.com/watch?v=bWaAAzeInio&feature=relatedaAAzeInio&feature=related

http://www.youtube.com/watch?v=bWaAAzeInio&feature=related Wilson, Law Shing Him (09010058d)

OlayOlay ObjectiveObjective Informative advertisingInformative advertising -S-Stress product’s benefitstress product’s benefitsPresent a problem to which you have the solPresent a problem to which you have the sol

utionution

customers AdvertisersProduct’s benefit

http://www.answers.com/advertising Wilson, Law Shing Him (09010058d)

OlayOlay

arise customer’s prarise customer’s problems :oblems :

pimplepimple black mark black mark spot on facespot on face

http://www.youtube.com/watch?v=bWaAAzhttp://www.youtube.com/watch?v=bWaAAzeInio&feature=relatedeInio&feature=related

use Olay to solve the use Olay to solve the problems: problems:

spots have gonespots have gone skin is feeling softeskin is feeling softe

nn feel relaxfeel relax give younger lookigive younger looki

ng skinng skin

Wilson, Law Shing Him (09010058d)Wilson, Law Shing Him (09010058d)

OlayOlayHowever…… it is a dyHowever…… it is a dy

namic advertisemenamic advertisement?nt?

How to make an adveHow to make an adve

rtisement more mertisement more memorable?morable?

Enhance reliabilityEnhance reliability- include statistic supporting- include statistic supporting Symbolize the brandSymbolize the brand- Spokesperson or celebrity- Spokesperson or celebrity Immediate attentionImmediate attention- famous musicfamous music

Kenneth Roman and Jane Maas(2003). How to advertise. ST.Martin’s Press.New York Wilson, Law Shing Him (09010058d)

OlayOlay

Kenneth Roman and Jane Maas(2003). How to advertise. ST.Martin’s Press.New York Kenneth Roman and Jane Maas(2003). How to advertise. ST.Martin’s Press.New York Wilson, Law Shing Him (09010058Wilson, Law Shing Him (09010058d)d)

OrdinaryAdvertisment

reliability

symbolizeimmediate attention

Memorable Advertisement

Case:Case:NaobaijinNaobaijin 脑脑白金白金

Dongxiao Li 09704019d

TVadvertising

ExecutionExecutionformaforma

ObjectivesObjectives

Message delivery

Elements of TV Elements of TV advertisingadvertising

Specific communication task to be Accomplished with a specific target

By how commercials gain attention and communicate well through message

Techniques and styles used to capture the targetMarket’s attention and interestsDongxiao Li 09704019d

Try to keep consumers thinking about the product

Try to encourage people to repurchase

Try to keep it in mind during off-seasons

Try to maintain its top-of-mind awareness

Try to remind the needs of the product

Reminder Reminder Advertising Advertising (Continuity)(Continuity)

Advertisements of Naobaijin are classified as Reminder AdvertisingAdvertisements of Naobaijin are classified as Reminder Advertising

Dongxiao Li 09704019d

Advertising appeals Advertising appeals though though

Message deliveryMessage delivery

? ? ?

Dongxiao Li 09704019d

Lifestyle

Fantasy

Personality symbol

Technical expertise

Scientific evidence

Testimonial evidence

Endorsement

Used formatUnused format

Use of execution Use of execution formatformat

Slice of life

Mood or image

Musical

Dongxiao Li 09704019d

Responses to Responses to Naobaijin’s Naobaijin’s

advertisementsadvertisements

2002 2008

+36%+36%

45% of people felt sick when its advertisements were shown in 2002.

In 2008,81% of people said they would switch the channel as long as they see the ads.

A Survey from SJTU

45%

81%

Naobaijin needs much improvement Naobaijin needs much improvement through message delivery and through message delivery and

execution format.execution format.Dongxiao Li 09704019d

let audience involve in it

solve the customers’ problem through message

single-minded (focus on only one idea) grab the viewer’s attention at the first 5-10 seconds

Key Key termsterms of successf of successful TV advertisementul TV advertisementss

Dongxiao Li 09704019d

The endThe end

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Question and Answer Question and Answer SessionSession